Everything about the Engagement Module / Nurturing Tracks

[Anonymous]

Well exciting. We can now start creating awesome drip nurturing campaigns without needing complex traffic cops guarding our streams.

How are you going to do it? Do you currently do nurturing? Are you going to switch over to the new module or wait for a bit?

Are you going to make new emails within the nurture program? Or are you going to pull in emails from other programs?

What are your thoughts?

[Anonymous]

Hmmm, hmmm. As per usual, a great idea, Adam! Complicated, but great. Once you get the ball rolling, definitely let us know how this works for you.

My organization sends emails every other week. But something similar might be nice for us so that we can share the marketing love across a couple days instead of giving it all to Tuesday. I agree that it might improve deliverability and it also evens out the workload. You get a smaller portion of data every week or a couple times a week rather than a lump sum once or twice a month (in our case), which would also help you spot trends rather than just changes.

[Anonymous]

So I was considering having my cadence be weekly, and choosing multiple days in the week. Then creating a triggered smart campaign, was delivered email --> cadence paused / wait 8 days / cadence normal.

What do you think about that? Would prevent emails from always going on the same day, and allow a bit of randomness. But most importantly, it would allow for multiple casts per week where we weren't hitting a sinle company with every email address at once, i suspect better for deliverability.

[Anonymous]

Yea, the more I've looked into it, the more I realise it was wrong of me to be that granular. This isn't the way you'd derive that type of data, so I instead have reduced it to only Pre-Member, Sent, Open, Click.


I do have a question, because I've now tried to test this out a bit more. I'm working on a 3 program single stream logic. So I want to be sure that you can't be in the other programs if you've moved from early to mid to late. But the only thing I can see is to pause people. So I turned the program off & ran my members campaigns to add people to the various campaigns it also paused them in the other campaigns, which is only possible if you are a member, so it added everyone to every program. I think that's likely to be a common problem as people who don't have multiple streams seek to move people from program to program. You don't want to remove them from the program, i understand, but you don't want to inadvertently add people to programs they aren't participating in either.

So what do people think about the best way to deal with this idea is? I think probably using IF "Was added to Engagement program" might work.



But because I just accidentally added everyone to every program is this idea now shot for me because they will have always been added?

[Anonymous]

@Adam from what I can tell, the engagement program is best thought of as the Traffic Cop itself: use it to add members to different email programs and see the whole design in one page.  In this model, the current progression statuses make sense, because your email program can provide the detailed statuses for each email, and additional streams can be activated by listening for engagement on specific emails, programs, or overall lead score changes.

[Anonymous]

Adam, we do have a Telemarketing channel that does exactly what you are suggesting (e.g. send email 7, opened email 5, clicked email 6, call 5, etc.), so our telemarketers can easily see where the lead is in the program as well as having status changes made by the sales team trigger sending the next email in the series.  The nurturing programs are more of a mass media, so we don't use as granular program statuses, but these give us a good sense of whether the program is getting responses in a given period.  I'm hoping that we can get even more insight from the Engagement Module for these nurture campaigns without the overhead of setting up dozens of smart campaigns to change program status values.

[Anonymous]

We got so lucky with this engagement module. I had been researching and looking into all of the fun that is the traffic cop method and held off on setting it up after hearing about this. Thank goodness I waited!

I'm interested in what you were suggesting, Adam, with running event invites through this. Right now my company does all our events separately and I hadn't even thought of using nurturing for it. How would you accomplish this? We use the specific channels for roadshow/tradeshow/webinar, so I'm really interested in your thought process!

I agree that something more granular is needed for progression statuses too. Seeing your models, Elliott and Adam, is really helpful!

[Anonymous]

What I'm struggling with in using these "email blast" linear stages is that I'm going to send out 20 emails in a single nurture campaign. Sure they opened 1 of the emails or clicked in one, but that tells you nothing about their engagement over time. I'm considering to do Open 1, Click 1, Open 3, Click 3, Open 5, Click 5, Open 10, Click 10. Perhaps skipping 3 & adding 20. 

Does engagement over time not matter? Or are you measuring that concept in a different way?

[Anonymous]

We use the following program status values in our nurture email channel.

• Sent
• Opened
• Clicked
• Converted (to an Opp)
• Unsubscribed

[Anonymous]

This may be a silly question - I'm looking at my engagement dashboard using myself as a test lead (opened and clicked the nurture emails for testing), but unable to see any engagment stats in my dashboard. Will I need to create a separate smart campain to define progression status (ex: if clicked on emails then change progression status to the status that I defined in my nurturing channel?

[Anonymous]

What statuses will you chose for your nurturing channel? I want something more granular than member & engaged, but I don't really know what's best to do.

[Anonymous]

Luckily for us, we're diving into lead nurturing as we speak, so this will be a good opportunity to work with the new engagement streams. We'll probably start with a couple nurture tracks (new prospects & recycled prospects) and go from there. I'm digging the functionality to be able to insert higher priority, time-bound emails for things like webinars or live events as we do a lot of those and always have the same discussion around timing.

[Michelle_Tizian]

I definitely want to use the Engagement Module, but we're still waiting for our request to be approved.  But I do want to use some of the email campaigns that we have in our lead nurture campaigns.  Elliott helped me set up a few of those complicated ones. Just like Elliott,  we too send a lot of emails to our customers, but then I always have to remind myself that they did pay to receive them and for the newsletter and other announcements they are 100% opted-in. But then our events' departments prmotional emails, that might suffer a little because they'll hae the lowest priority of emails.  So I hope that the new module will help me prioritize some of the emails that our customers get.

[Anonymous]

That's unfortunate that you had that triple email day. Makes you feel meek.

I think that it will be interesting to see how pricing shakes out on the advanced features that will prevent that from happening.

I'm thinking that we'll have one or two programs per language intially. What i'd like to see is everyone continue to make their programs as they always had. But instead of scheduling that first invite as a batch blast, make it the first email in the nurture track. That way it slips out over the course of a week rather than all at once. I think it'd help with deliverability spikes we see.

[Anonymous]

Hi Adam, I'm going to try and set up our existing nurture email programs in the Engagement Module first and will likely just pull in those emails from the existing programs.  I'm hoping that the webinars next week will be helpful in understanding the full capabilities and if there are any tips to working around some of the quirks.  I'm wondering how this can be used to help prevent someone from getting too many emails.  For example, we recently had some of our customers get their automated new user learning email, a new release announcement email, and a customer conference invitation email all on the same day :0(